Thanks to Chanel, we get a first glimpse at the shooting of the new advertising campaign for bestseller Coco Mademoiselle featuring Keira Knightley who continues to be the face for the fragrance, a job she took on starting in 2007.
The first day of shooting took place on Sunday September 5, 2010 in Paris in the wide open space and prestigious locale of Place de la Concorde where these behind-the-scene pictures were taken...
The new ad campaign is signed by Joe Wright, the director of movie Pride and Prejudice (2005) in which Keira Knightley starred. The film had caught the attention of then artistic director Jacques Helleu who as a result had wanted to hire Keira Knightley for Chanel parfums.
Knightley is seen here in an elegant biker outfit in a signature Chanel beige color ready to swallow the miles or rather kilometers in the City of Lights. Her look seems to tap into a retro, but also possibly futuristic vibe.
You can guess the subtext: the Coco-Mademoiselle wearer is in control, young, dynamic, speed-loving and a risk-taker. It will no doubt make the Miss Dior Chérie and Marry Me by Lanvin ads where models pedal on a bicycle look much more, shall we say, bucolic?
The full ad commercial will be unveiled later this year.
Via Chanel press release